5 Ways Account-Based Marketing Will Evolve in 2022

5 Ways Account-Based Marketing Will Evolve in 2022

Much like the B2C market, the B2B industry has transitioned to an almost entirely digital marketplace. The majority of B2B clients prefer to inquire about new services or products using digital channels. This approach is much more efficient than scheduling in-person demos or attending conferences.

The widespread digitization of the B2B industry has forced marketers to evolve. Many of these marketers have adopted account-based marketing strategies, as this approach is one of the most effective ways to acquire new B2B clients. 

In fact, 70% of B2B marketers now use ABM practices. At the beginning of 2020, only approximately 15% of marketers leveraged B2B sales.

As B2B businesses prepare for 2022, account-based marketing is sure to be at the center of their client acquisition strategies. With that in mind, we have outlined 5 ways that account-based marketing will evolve in the coming year.

1.   Merged Teams Will Become the Norm

Traditionally, sales and marketing teams have been separate entities. However, for an ABM strategy to be effective, these two groups must have streamlined channels of communication. 

In response, some companies are merging their account-based marketing and client acquisition teams entirely. By having these two departments working hand in hand on a daily basis, organizations can improve the productivity of their ABM marketing efforts. 

2.   Increased Focus on Insights, Not Leads

For years, quality leads have been the gold standard when it comes to measuring the success of a B2B marketing campaign. While acquiring market-qualified leads is an essential part of the sales process, it is only part of the equation. 

Leading B2B companies are leveraging more dynamic data so that they can gain deeper insights into a prospective client’s interest level. This is made possible by cutting-edge account-based management platforms, which incorporate machine learning and artificial intelligence technologies

These technologies can help businesses to quantify buying intent and identify which leads are the most suitable targets for late-stage marketing content. 

3.   Shift Towards IP Advertising

In recent years, several major organizations within the tech space have taken steps to protect user data. The most notable development has been the ban on the use of third-party cookies. Currently, Google still allows marketers to use third-party cookies. However, they have openly stated that this practice will end in 2023. 

Fortunately, B2B marketers can overcome this ban by using IP-based advertising. This tactic allows marketers to accurately target prospective clients while simultaneously adhering to privacy regulations. 

4.   Transition to Non-Traditional Channels

Typically, account-based marketing strategies have been focused on mainstream B2B channels such as websites and LinkedIn. However, virtually every industry has exhibited an increased reliance on non-traditional channels, such as Instagram and Facebook, over the last couple of years. 

B2B advertisers must stay ahead of the latest trends when developing their account-based marketing campaigns. This will give them the best chance of generating market-qualified leads and acquiring high-value accounts. 

In 2022, look for channels such as Google Local Ads, YouTube, and TikTok to become an increasingly important part of ABM advertising. 

5.   Outsourcing Will Become a Necessity

Due to the changing digital landscape, an increasingly large percentage of organizations will need to outsource their account-based marketing campaigns. Outsourcing ABM is a pragmatic approach, as these types of campaigns require finesse and expertise. 

A talented digital marketing agency like Insights ABM can provide you with a dynamic ABM campaign. Our experts have a wealth of experience creating and managing account-based marketing strategies. That means we know what it takes to help you connect with high-value clients and acquire new accounts. To learn more, contact us today.

Joe Cantu

Joe is a digital marketing strategist and media buying/planning leader with 13+ years of expertise in marketing strategy and program management, omnichannel campaign delivery, brand building, data analytics, and customer experience/UX optimization. He has helped drive growth for industry-leading clients, including F500/F100 firms.